Facebook is the greatest platform animal advocates have for exposing the cruelty of factory farming and promoting vegan eating. The more people we reach with our posts, the more animals we can help.

But how do we do this? How can we reach more people with each post?

To find out, we analyzed data from 1,600 Facebook posts created by farmed animal advocacy groups. All told, these posts were viewed over half a billion times. Yeah, that’s right: half a billion.

We looked at every share, every like, every comment, and a heck of a lot more.

We then crunched the numbers and found out what makes a farmed animal advocacy post go viral. We also found out what makes a post flop. And now we’re going to tell you.

No time to read now? You can still download and print our Nine Rules for Dominating Facebook for Farmed Animals and tape it by your desk as a daily reminder.